Most people eat some combination of food that is good for them and food that tastes good. Finding the balance between the two is a lifelong journey. This is the story of that struggle.

June 05, 2019

Some Canadian fast food companies want to talk about sustainability

"Sustainable beef" sounds great. Trying not to be cynical but what does that mean?

McDonald's ads in the United States don't talk about the quality of the beef in the fast food hamburgers. We know McDonald's ads in Canada have a completely different mindset than U.S. ads. This McDonald's ad on sustainable beef ran earlier this spring on Canadian television.

"At McDonald’s Canada, (sustainable beef) it’s a commitment. A commitment to ensuring we preserve Canada’s most valuable resources for future generations to come. To look after the land, to care for animals, and to provide the best quality food we possibly can without compromise."

McDonald's Canada says that the company has "partnered to produce beef sustainably" with Canadian farmers for over a decade. The practice applies to the Mighty Angus Burger but not every burger that McDonald’s Canada sells.

Dr. Reynold Bergen, Science Director, Beef Cattle Research Council, is quoted in the ad as saying "the same pound of beef today produces 15% less greenhouse gas than it did 30 years ago, and so our environmental footprint is shrinking."

Is McDonald's Canada beef grass-fed or grass-finished? The ad implies that the cows eat grass and aren't trapped in pens.

In 2018, McDonald's Canada announced that the Angus beef would be certified sustainable according to standards from the Canadian Roundtable for Sustainable Beef (CRSB).

From McDonald's Canada:

For example, a few of the indicators a farmer or rancher must achieve include:

Grasslands and grazing are managed in a way that maintains or improves soil health and protects watershed areas.

A&W Canada says the company is a proud member of both the Canadian Roundtable for Sustainable Beef as well as the Global Roundtable for Sustainable Beef.

The chain has touted its stance that it uses beef "raised without any added hormones or steroids." The FAQ does say "our cattle enjoy a mix of different grains and grass" so their beef isn't 100% grass-fed.

When asked about the verifying process, their reply was "We audit all facilities that handle our beef and they are also audited by the Canadian Food Inspection Agency or equivalent regulatory agencies. At A&W, we’ve developed our own animal welfare programs that meet the National Farm and Animal Care Council requirements, adding additional requirements from our own research. This means we also audit our supplies using third-party auditors accredited by the Professional Animal Auditors Certification organization to ensure all our requirements are met."

Having a conversation about sustainability in fast food is rather fun, though a few more details wouldn't harm the discussion. We would love to see more fast food places in Canada jump into the conversation. Fast food outlets in the United States? Someone has to take the first step.

Food companies will try to take advantage of buzzwords such as "sustainability." Holding them accountable keeps them on their toes and we all benefit as consumers.

Comments

There is no right way to finding the balance of food, just your way. My typical breakfast is whole wheat spaghetti with homemade sauce, sautéed mushrooms, and a naturally low-fat Italian cheese sprinkled on top. Works for me.